Qualitative Market Research
Subtitle: Analysis in Interpretation in Qualitative Market Research
Series: Qualitative Market Research, v.4; Qualitative Market Research, v.4
Publisher: Sage Publications
Published: 2002
Place of publication: London
Language: eng
Format: [electronic resource] :
Number of pages: 193
ISBN-13: 9781848600775
Description: |Anyone using, practising or teaching qualitative research will find in this series a treasure-house of ideas, techniques and issues. This is a "must-have"' - Admap. |This is one of the best texts on the subject I've come across and I did find some of the content truly inspirational' - Mick Williamson, Creative Director, TRBI for In Brief magazine. |It will be essential reading for anyone involved with qualitative market research' - David Barr, Director General of the Market Research Society. |An ideal resource for people aiming for a qualitative market research career, for academics.
Notes: Description based on print version record.
Table of contents: title: Cover; Contents; Acknowledgements; Editorial Introduction; About this Book; PART 1Context; 1 Introduction: The Status of Analysis and Interpretation in Qualitative Market Research; 2 Qualitative Research; 3 Frameworks for Thinking: Eclecticism, Pragmatism and Theory; PART II Processes in Analysis and Interpretation; 4 The Experience of Analysis and Interpretation in Commercial Qualitative Research; 5 Processes of 'Analysis'; 6 Processes of 'Interpretation' I:The Micro Level; 7 Processes of 'Interpretation' II:The Macro Level; 8 Computer Assisted Qualitative Data Analysis; title: CAQDAS.